The Reader’s Manual xiii
Introduction: Setting the Scene xv
The 12 ideas to launch your next dream.
The Extended Now The West Is Between Dreams The Third
Industrial Revolution The 2018 Recession The Flat Society
The Twenty-First-Century Growth Industries Mental Illnesses
The Store as Theater The New Middle Class A Whole New World
in Marketing Measure Happiness, Not GDP Re-create Nature
1 The Material World 1
How rich are we now, and how rich will we be in the 2040s?
How Rich Are We Now? How Rich Will We Be in the 2040s, Based
on Past Growth Patterns? The Big Nations in the Global Economy
Boom and Doom: The Eternal Cycle The Multipolar World of Economic
Growth—The Meaning of Globalization Growth Happens in Cities
Textiles, Cars, and Electronics—Industries on the Move The New
Global Middle Class—The 2 Billion People Market Opportunity
2 The Values of Nations: “How Are We?” 27
Cultural differences in values, and the changes that are
likely to take place.
A Sprint Through History and into the Future of Global Values
Happiness and Satisfaction with Life The Not-for-Profit Company
of the Future The Flat Society—When Hierarchies Flatten
New Technology as the Equalizer: The Flat Marketplace The
Company Level A Look Inside Our Brain Emotional Market
Segmentation Postmaterialistic Consumers The Spiritual
Supermarket From Dark to Light The Happiness Market:
The Rise and Fall of GDP
3 How We Will Produce and How We Will Consume 65
Trends in the way we produce and consume now
and will in the future.
How We Will Produce and Consume—The Relationship The
Self-Organizing Society The Us-Me Industry The “Handmade”
Industry Is Growing The Under-the-Radar Market The
E-Commerce Revolution The Shop as Theater The Shop as
Factory The One-Person Factory The Augmented
Marketplace If the Question Is Marketing, the Answer Is Fan
4 How Will We Learn? 93
Learning may become the world’s largest industry.
The Limits of Our Knowledge Being Wrong Contaminated
Truth Deep AQ Out of the Institutions Open-Source
Science The New Nomads The End of the Isolated
Mind Mind Enhancement
5 Thinking About Systems 119
The globe as one interconnected system.
A System of Systems The Planes of Influence Planetary
Boundaries New Economics Small State, Big Society
Economics of Bits Milliseconds Matter
6 The Leadership Dilemmas 143
Leadership is about dilemmas, not just about right and wrong.
The Loyalty Dilemma The Hierarchy Dilemma The
Value Dilemma The Sense-Making Dilemma The Globalization
Dilemma The Openness Dilemma The Social Organization
Dilemma The Perfect Leader
7 The Authors’ Conclusion 163
The authors present their personal interpretation of the many
trends leading us into the future.
Eastern Dreams Western Dreams The West Between
Dreams The East and the West in Globalization The United
States and China: The Different Value Patterns The Values of the
Future The Big Five Challenges for the West The Big Five
Challenges for the East Three Examples from the Future
Change Driven by Consumers Is the West Heading Toward a
Real Revolution? The Exciting Future